Roadshow Seeks to Boost Taiwanese Arrivals in 2025
Thailand's Tourism Industry Seeks to Revive Taiwanese Visitors
Thailand is making a concerted effort to attract more tourists from Taiwan, with the Association of Thai Travel Agents (Atta) recently organizing a travel roadshow in Taipei. The event aimed to boost the number of Taiwanese visitors to 1 million this year, a target that has become increasingly challenging due to various factors.
During the first eight months of 2025, the number of Taiwanese arrivals to Thailand dropped by 8% compared to the same period in the previous year. This decline is attributed to several issues, including safety concerns and increased competition from other Asian destinations. The situation has prompted Thai tourism officials and industry leaders to rethink their strategies for attracting travelers from Taiwan.
The roadshow, held in collaboration with the Tourism Authority of Thailand (TAT), brought together 60 Thai tourism operators and over 300 buyers from across Taiwan. Sisdivachr Cheewarattanaporn, advisory chairman at Atta, highlighted that the drop in arrivals was partly influenced by media coverage surrounding the kidnapping of Chinese actor Wang Xing, who was taken to a scam center in Myanmar via Thailand. This incident raised concerns among potential travelers about the safety of visiting the region.
Additionally, the collapse of a building under construction during the Bangkok earthquake in March further damaged tourist confidence. The ongoing dispute between Thailand and Cambodia over their border also contributed to the decline in visitor numbers.
According to data from the Tourism and Sports Ministry, Thailand welcomed over 670,000 visitors from Taiwan during the first eight months of 2025, a significant decrease from the 1.08 million recorded in 2024. This marked a drop from 780,000 in 2019, the last year before the pandemic.
Sisdivachr noted that many Taiwanese travelers are opting for Japan instead of Thailand. Factors such as shorter flight durations, better safety, and convenience have made Japan an attractive alternative. Additionally, Japan offers new events and the weak yen, which makes travel more affordable.
During the first six months of 2025, Japan recorded over 3.28 million visits from Taiwan, up from 2.97 million in the same period the previous year, according to the Japan National Tourism Organization. Meanwhile, Vietnam has also gained popularity among Taiwanese tourists due to lower costs and newer attractions.
In the first eight months of this year, Vietnam welcomed 839,000 Taiwanese tourists, surpassing Thailand’s tally. Despite this, Sisdivachr emphasized that Taiwanese travelers remain eager to spend on international travel but are increasingly choosing other destinations over Thailand.
To regain its position as a top destination, Thailand is promoting new travel trends such as luxury tourism, health and wellness, arts and crafts, and responsible tourism. These initiatives aim to highlight the country’s unique offerings and appeal to a broader range of travelers.
Sisdivachr also called for improved communication strategies, suggesting that Prime Minister Anutin Charnvirakul should take a leading role in addressing unexpected events that could impact tourism. He stressed the importance of transparency and proactive measures to restore confidence among potential visitors.
Sarima Chindamat, director of the TAT's Taipei office, outlined the need for a significant increase in arrivals during the final quarter of the year to meet the target of 1 million Taiwanese visitors. She emphasized that achieving this goal would require sustained efforts and strategic marketing.
With the right approach, Thailand can reposition itself as a top choice for Taiwanese travelers and work towards reversing the current trend of declining arrivals.
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